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Identity and Self-Verification

In: The Power of Customer Misbehavior

Author

Listed:
  • Michael Fisher
  • Martin Abbott
  • Kalle Lyytinen

Abstract

It was early 2012. We were just finishing up our second round of quantitative analysis on what ultimately became the research foundation for this book. We sat down with one of our clients, Intuit, to help them with a project. This particular group within Intuit developed a platform called Live Community that allowed individuals to interact as a community around one of Intuit’s largest products, TurboTax Online. Live Community allows users to communicate with one another by asking questions, posting answers, and rating the value of the answers posted to any specific question. The topic of our meeting was completely unrelated to our research, but the Intuit Live Community team mentioned during our conversation something that we just couldn’t ignore.

Suggested Citation

  • Michael Fisher & Martin Abbott & Kalle Lyytinen, 2014. "Identity and Self-Verification," Palgrave Macmillan Books, in: The Power of Customer Misbehavior, chapter 5, pages 68-81, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34892-0_6
    DOI: 10.1057/9781137348920_6
    as

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